The challenge of personalization; another nail in the coffin of the office monolith
Every human being is different – that fact needs no referencing. Yet, people work in groups, and multiple groups become organisations. The larger the organisation, the more generalization has traditionally been needed to provide fair and equal support for every individual person in that organisation.
But, for how long will that be the case in the world of ‘Big Data’?
Seth Godin’s blog today made me think. Have a read (my extract):
“….different employees–we have the choice to treat them as individuals. Not only do they need different things, but they offer differing amounts of value to you and to your project. The moment your policy interferes with their uniqueness, the policy has cost you something.
We used to have no choice. There was only one set of data for the student body, one way to put things on the shelf of the local market, one opportunity to talk to the entire audience…
One of the biggest unfilled promises of the digital age is the opportunity to go beyond demographics and census data. Personalization….is a chance to differentiate at a human scale, to use behaviour as the most important clue about what people want and more important, what they need….Instead of reserving this special treatment for a few outliers, though, we ought to consider what happens if we offer it to all of those we value.
The long tail of everything means that there’s something for everyone – a blog to read, a charity to donate to, a skill to learn. When you send everyone the same email, demand everyone learn from the same lesson plan or try to sell everyone the same service, you’ve missed it.”
What does this mean for workplace strategy?
Look at what happened in ICT – introduction (demand, not supply-driven) of BYOD (Bring Your Own Device). This is personalization of an individual’s handheld device provision (and away from the once-ubiquitous Blackberry for corporate employees).
What about accommodation – the individual’s workplace? When will we hear, “I don’t want that desk, I want to bring my own” or similar statements? Never, of course, but the same personalization may occur in a different way. An individual may say, “I don’t want that desk, I want to work in the office near my home”.
What are the choices available today?
Work at home, at a suitable place near home, at your employer’s office near home, at a transport hub (like the rail terminal – but not actually catching a train!), at another “third place” such as a serviced office (like Regus, or similar) or a coffee-shop…..
Or, if all else fails….or you are lonely and longing to see your colleagues….you can commute to the corporate office.
If workplace provision becomes a personal choice (which it already is for some, but not many), how many will regularly take the “if all else fails” option?